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Uncover the strategies behind high-performing ads on TikTok and benefit from data driven guidance.

Best practices
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We identified these top creative insights to help you create the best performing TikTok ad
Entertain
Draw viewers in
1.3x
The TikTok audience watches entertaining ads for 1.3x longer than ads that do not have entertainment value.
Source: TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by Marketcast [Entertaining ads are defined using a composite score with 7 unique inputs (e.g., excitement, shareability, entertainment, rewatchability, likable, etc.)]

21

Made for TikTok
Go native
+ 27%
Ads created for TikTok saw 27% higher completion rate (vs. repurposed ads) for prospective customers.
Source: TikTok Marketing Science [US,UK] Understanding the strength of TikTok ads 2022 conducted by Magna

20

Sound On
Grab attention
+ 15%
TikTok users are 15% more likely to skip an ad without sound.
Source: TikTok Marketing Science EU Music in Ads Research 2021 conducted by Hotspex

11

Timing
Maximize impact
50%
50% of the total impact to recall and awareness occurs in the first 2 and 2.5 seconds respectively.
Source: TikTok Marketing Science “Creative Guide: Driving Brand Equity”, 2021 (TikTok “Value of a View” analysis)

5

Community
Build trust
58%
58% of TikTok users say they're more likely to trust brands after learning about them from TikTok creators vs. when they learn about them from ads in their feed.
Source: TikTok Marketing Science Global Creators Drive Commere Study 2022 conducted by Material

7

Mobile first
Optimize ads
+ 9%
Repurposed ads oriented vertically saw a +9% lift in ad recall (vs. ads oriented horizontally).
Source: TikTok Marketing Science [US,UK] Understanding the strength of TikTok ads 2022 conducted by Magna

4

Trends
Fit in to stand out
+ 14%
Ads that remix a trend have 14% longer watch time (vs. ads that do not follow trend).
Source: TikTok Marketing Science US SMB Creative Effectiveness Study 2021, conducted by Lumen

4

Lo-Fi Aesthetic
Do-it-yourself
+ 33%
Ads that are lo-fi or unpolished see 33% stronger consideration (vs. ads that are polished).
Source: TikTok Marketing Science US SMB Creative Effectiveness Study 2021, conducted by Lumen

13

Call-To-Action
Bring it home
+ 45%
Ads using a call-to-action display card see 45% stronger recall.
Source: TikTok Marketing Science US SMB Creative Effectiveness Study 2021 conducted by Lumen

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